Just a few months after anti-gay group One Million Moms launched a campaign to remove Ellen DeGeneres as JCPenney’s spokesperson because of her sexual orientation, the group is boycotting the department store over a new ad featuring a same-sex couple. The Father’s Day ad shows real-life dads Todd Koch and Cooper Smith playing with their children, Claire and Mason. The ad reads:

One Million Moms, part of theAmerican Family Association, complained that JCPenney was “continuing on the same path of promoting sin” with this new ad, and recommended their supporters write “Refused … Return to sender” on their JCPenney catalog when it arrives. They also advised members to close their JCPenney accounts and talk to their local-store manager about their concerns.

“It is obvious that JCP would rather take sides than remain neutral in the culture war. JCP will hear from the other side so they need to hear from us as well. Our persistence will pay off! We must remain diligent and stand up for Biblical values and truth.”

The last time One Million Moms and JCPenney locked horns, the store responded by standing behind its partnership with DeGeneres, stating that “Ellen represents the values of our company” — and with this kind of proequality advertising, JCPenney is “continuing to reinforce its progressive values.” It’s not the first fight for either of them; in February, JCPenney distributed a Mother’s Day ad featuring two lesbian parents and their daughters; One Million Moms also took a stance against Urban Outfitters after the store featured two women kissing in its catalog in April.

Very true. I mean people like Steve Jobs and Bill Gates. What were they thinking!! We were all fine just using our crappy expensive computers and staying with slow pen and paper! Why did they have to break from the norm and do something creative? I never understood why people keep doing this "thinking" thing and instead just do what you are told and be afraid to be different. Gay? Burn them at the stake! Overly intelligent? Burn them at the stake! Trying to be yourself? BURN THEM AT THE STAKE! maybe then we can live in a world where no one has any rights so we can just do whatever the "normal" people say and not worry about thinking for yourselves!

I think I'm going to start shopping at JC Penny now. Just like I bought a Costco membership last year and started to go to Starbucks. Treat your employees like people and I will shop at your store. I'm pretty sure the homophobes are a minority and let's face it, they're mostly uneducated thus making them low income earners; which, in turn, gives even more incentives to big corporations to stand their ground against the loud mouth homophobes.

YOU GO JCPENNEYS!! This is one of my favorite stores and I would never boycott them for keeping up with the times. Anyone who believes boycotting them is the right thing to do, you need to get your head out of the sand or come out from under the rock you've lived under. Times have changed and for the better I must say. I am not gay but I certainly support ones lifestyle if it's what makes them thrive to be happy, productive and living life to the fullest.

whats worse is Heterophobics behavior. no person is born gay.. a person is born a sex not a sexual preference. you choose your sexual preference. there is no place for odd behavior in society.. take your act and shove it where the sun dont shine !

LOL all these homophobic people trying to teach and preach the Bible.. WHAT A JOKE.. You want to talk about how to live by the Bible?? Lets talk about how women get stoned to death when they cheat on their husbands. How many of you Bible preachers out there cheated or are cheating on your husbands. Oh lets not forget that in the Bible its OK to beat your wife AND have multiple wives.. So really people lets talk about what the Bible says. If you are going to preach it and live by it then live by the whole thing not just what you are afraid of or what is convenient in your life. Also isn't it our job to love one another and leave the judging to GOD??? Who are you to say ANYTHING about how another lives their lives. You better make sure your own damn plate is CLEAN.. NUFF SAID!

Wow, I never thought I'd have so much respect for JCPenny. I've never bought clothes at JCPenny before (always having been a bargain thrift shopper, and spending my money on "more important things") but now I kind of want to go buy osme new clothes at JCPenny. Well played, JCP, Well played.

@LezleeSam
What's heterophobia? Are there people saying heterosexuals don't deserve
equal protections under the law? Is anyone losing their jobs for being
in a relationship with someone of a different gender? Do parents disown
or beat their kids for being straight?

@LezleeSam You say sexual preference is a choice. Are you saying that you have gay
feelings and don't act on them because of your religion? Because I'm
positive if gay people could choose to be straight they would because
they would not have to fight for equal rights. It's easier to be
straight than to be gay in society. Plus, you're so positive that gay is
a choice but I assume you're straight. How the hell do you know what
goes on in a gay person's head? I don't understand how people can be
staunch in their views with no evidence.

@LezleeSam You say sexual preference is a choice. Are you saying that you have gay feelings and don't act on them because of your religion? Because I'm positive if gay people could choose to be straight they would because they would not have to fight for equal rights. It's easier to be straight than to be gay in society. Plus, you're so positive that gay is a choice but I assume you're straight. How the hell do you know what goes on in a gay person's head? I don't understand how people can be staunch in their views with no evidence.

its a BIGGER JOKE to claim youre born gay but you cant explain it. Its biologically and genetically impossible. There is no gay gene, no gay chromosome, no gay dna.. a genetic fact. You ho mos are dumber than dumb, you dont even understand the basics of science, and never will comprehend genetics..simply bcuz youre stooopid. THATS ANOTHER BIG FACT !!

@StephanieMarie Just to be clear, everything you are speaking of occurs in the Old Testament, and Christians follow solely the New Testament. I'm a historian and not particularly religious, but your argument will bear more weight if it's accurate. You ad hominem accusation of hypocrisy really is a thin argument to begin with, falling into the "two wrongs don't make a right." You would do better to stick to the question of how love between two people is love - regardless of their sex.

@LezleeSam At the end of the day, we should let people like you get it all out..Cry, moan and insult all you want. But there isn't a dam thing you can do about it. The culture war is over and you lost.. So let it all out little man and deal with it..

@GatorGrowl If we follow solely the new testament, where in the new testament do we see anti-gay passages? I am Christian and gay and I really do find it really depressing when i see so many fellow brothers and sisters hating on others when our New testament speaks mostly to Jesus preaching love. Jesus does not speak of the old testament rules.

This is especially relevant during Easter, Jesus talks about how even though Zechariah in the old testament speaks of the Messiah returning to earth riding on a donkey but with arrows and God smote the egyptians to save the israelites, that is not what the way is. Jesus rides into the city from the East on a donkey with the message of love, while Tiberius rides into the city from the West on a horse with weapons and an army to further oppress the jewish people. Jesus is telling us that what we may believe from reading the old testament is not necessarily what God is trying to say.